Media agency Starcom has picked up India and retained China and Southeast Asia for Mars, and been handed Fiat Chrysler’s Asia-Pacific and EMEA business following global reviews.
The Publicis Group agency also retained the UK and won Germany for Mars, but lost Australia and New Zealand to Mediacom.
In what is a global reshuffling, Mediacom had previously held the India and Germany business.
Mars said in a statement: “To ensure that we have the strongest possible media-buying agencies supporting our business objectives around the world, Mars incorporated marketing teams in six key markets – Australia/New Zealand, China, Germany, India, Southeast Asia and the UK – and conducted concurrent media-buying agency pitches this fall.
“Our teams evaluated each agency proposal on both qualitative and quantitative criteria. After thorough analysis of each agency’s proposals at local and global levels, Mars is excited to announce the assignments.”
Sources also confirmed that Starcom has won APAC and EMEA for Fiat, an account which spans around 30 markets and is valued at $870m. It ousted the incumbent, Maxus.
The deal includes Fiat-Chrysler brands Alfa Romeo, Chrysler, Jeep and Fia.